A Requiem for Von Dutch, the Mid-Aughts Brand Kylie Jenner Is Trying to Revive

3 years ago

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Photo: Instagram/Getty Images

If you were paying attention to fashion in 2004—and if you worshipped the groundParis Hilton,Lindsay Lohan,Ashton Kutcher, and an *NSYNC-emancipated Justin Timberlakewalked on—then you were probably at least vaguely cognizant of the Von Dutch trucker hat trend.

If not, then perhaps you sawKylie Jennergive the brand her ringing endorsement not once, not twice, but three times this weekend, on both her Instagram and Snapchat.

For those who weren’t die-hards a decade ago, suffice it to say that around the mid-2000s, Hollywood became enamored with a brand that until then, was mostly only known within the motorcycling community. Inspired by Kenneth “Von Dutch” Howard, a hot-rod legend who customized cars and bikes in the ’50s, the brand’s limited-run mesh-back, foam-front caps consistently sold out, even at prices ranging from to 5 (on eBay, some of them sold for 10 times that). In 2004, revenues reached million.

Me? I had a red cap and a pair of flared dark-wash jeans with the signature script logo across the butt, both of which I’m sure I had to beg my mother for.

But while the trend flamed out by 2006 or so, after creative directorChristian Audigier jumped ship for Ed Hardy, Jenner’s recent bid might actually have the power to bring it back. Don’t believe me? The OG Patch Denim Trucker Hat sold out soon after she ’Grammed it.

onApr 3, 2019 at 5:25pm PDT

Of course, there’s always the question of how much of this was an intentional placement. The brand just dropped reopened its Melrose Boulevard store in Los Angeles—the same one once frequented by Kutcher, Timberlake, and friends—dropped a new line of “OG” trucker caps, and has been advertising its comeback on social media (along with the hashtag #KylieJenner):

So, was this a paid endorsement? If so, it at least seems to be capturing the attention of Kylie’s fans. We reached out to the company to find out, and we’ll update if we hear any more. In the meantime, click through the gallery for a trip down mid-aughts memory lane.